Client problem
Each year, several hundred drivers crash as a result of alcohol intoxication - causing injury, hospitalization and death.
A decades-long project of behaviour change work had successfully established a norm for the majority of New Zealand - drink driving was seen as both risky and socially unacceptable, and fewer mainstream New Zealanders were being harmed by drink driving each year.
But we had a problem: there was one group where we had made little ground, an audience who were suffering the same levels of harm from drink driving year in, year out.
The young provincial males of New...